Core DNA Matters

Human DNA is ineffably complex, composed of molecules called nucleotides—each of which contains a phosphate group, a sugar group, and a nitrogen base. In total, the human genome contains about 3 billion nitrogen bases and about 20,000 genes, but its business equivalent is far simpler, made up of just three kinds of companies. That’s it: only three types of companies in the world, each with its own distinctive DNA. Just as I look the way I look because of my DNA and you look the way you do because of yours, companies are what they are because of their DNA, and every organization expresses the DNA of one of these types.

Although it is less complex, each type resembles its human counterpart: Mothers are customer-oriented companies, ...

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